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I didn't get it either until you pointed it out... I was analyzing the image for a few seconds... and i noticed the two things that were out of place were the dots on the roof and the broom... somehow I didn't connect the dots.

I didn't get it either, and yes, I am a twenty something barely-out-of-uni-guy, but I think it depends on the country or context the ad's seen in. I had no idea that it was an apartment building, and how would you? especially for me, living in a country where not many apartments look that daggy! If I knew it was, I rekon I would have got it.

Once I saw the broom and the holes, I immediately knew that it was some kind of noise disturbance, either from music or sex, then when I realized it was AXE, I knew it had to be sex. Oh and I am 22 studying marketing, so that might have helped.

I got it immediately thanks to the talented art director behind the wheel. I saw the ceiling first. Wondering aloud, "what created those spots?" Then upon seeing the broom, which was skillfully placed and appropriately contrasted from the rest of the room, put two and two together. "Now why is someone complaining about noise?" Then, again, because the AD used the same color for all 3 things you're supposed to see, I then saw the brand. Viola. Well done.

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